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Agency size matters — there are ways to position your rep firm to look and feel bigger and more powerful.

In a previous article we discussed the larger, more powerful rep firms — “power reps” — what they have and what they do.

Now, let’s talk about your average size — the five salespeople, two inside support personnel firm. You don’t need to do everything a power rep firm does to compete for the good lines. Many manufacturers who are looking for a new rep in your territory do not have the powerful marketing and sales management systems of the major firms and they don’t have the market share to be paying very large commissions to reps. But, they are very good lines with great potential in the hands of the right reps. Hopefully, these manufacturers know what they are looking for and appreciate hearing from a well-managed, well-marketed rep firm of your size.

What do you want to show a prospective principal to convince them that yours is the rep group they want to go forward with to build their share of market?

Your Profile Is Number One

Stop kidding yourself. Stop thinking cheap. Stop making excuses or rationalizing about the need for a totally professional, big time profile. Find a good graphic designer. Set aside a decent budget of $5,000-$10,000 and get it done.

What Is Important in Your Profile?

1. High-quality graphics.

2. Completeness — Tell everything great about your firm — length of time in business, if it is more than a month. Perhaps a major award, length of service to one or more major principals, etc.

3. Territory map — Show a map of your territory and perhaps highlight the best markets/best customers who make up the lion’s share of the business.

4. Your facilities — Especially if you have a demo showroom, substantial warehouse, or in the foodservice business training kitchens, etc.

5. Synergy — Refer to your line card, in which you will also present and discuss the synergy — how your lines fit to make a powerful package and make working with you attractive to the principal’s customers.

Remember during your presentation be sure to point out how the prospective line will fit with your package. Emphasize one or two lines that can be packaged well with the new line to create significant business.

6. Endorsements by principals and customers — A few quotes from each go a long way toward impressing a prospective principal.

7. Success stories — This may be the most important part of the profile and your presentation to a prospective new principal. Tell about successes with one or two lines — what you did and how you did it to build their sales and market share. You don’t have to name names or quote numbers, but, of course, if you can talk about percentage growth, market share increase, key customer acquisition, you will have a very powerful and impressive story.

8. Tools of the trade — How do you do business, work with prospective customers, manage your territories, and run your operations?

9. Web presence and outreach to customers — What does your website do that others don’t and how does the web figure into all of the other things we have discussed?

10. Training — How do you train your personnel? Show how your people are better than direct salespeople. Explain longevity of your sales force. Explain awards and accomplishments received by your salespeople.

11. Sales force management — How do you run your business? Explain that the only thing you are selling is the sales force — that is what the manufacturer is buying — you provide a low-cost outsourced sales force that out-performs the alternative — it is a proven fact. What sort of contact management system do you use and how do you make it effective?

12. Summary statement — Carefully write a short statement of why your firm is the best choice for a smart, aggressive, well financed manufacturer with great products.

Use these comments as a launching pad for your profile.

In later articles we will talk about other parts of your “package” to attract significant new principals who pay substantial commissions.

Good luck and good selling. Remember it takes commitment and discipline to succeed in the rep business today.

MANA welcomes your comments on this article. Write to us at [email protected].